Professional Development Day

May 16, 2018
11:30 AM - 4:30 PM
 Add to Calendar

21c Museum Hotel
900 W Main St
Oklahoma City, OK 73106
Venue Website



11:30 a.m.:  Registration and Networking

12:00 p.m.:  Lunch and Keynote Speaker: Steve Radick – VP, Director of Public Relations for BRUNNER

"Make 90 Seconds Last a Month: The Story Behind Adweek’s No. 1 Super Bowl Ad"

1:15 p.m. Break and Headshotsy courtesy of Jim Felder Photography

1:30 p.m. Michelle Rupp – Director of PR and Communications and Spokesperson for Arkansas Heart Hospital

“Keys to High Concern Communication Success”

2:45 p.m. Break and Headshots courtesy of Jim Felder Photography

3:15 p.m. Kelly Barnes – Associate Speaker, YourNextSpeaker, LLC


4:30 p.m. Happy Hour

Mary Eddy's Kitchen x Lounge (lobby of 21c Museum Hotel)

Presentation information

Steve Radick – VP, Director of Public Relations for BRUNNER

Make 90 Seconds Last a Month: The Story Behind Adweek’s No. 1 Super Bowl Ad

A 30-second Super Bowl ad is a misnomer. When a brand chooses to advertise during the Super Bowl, the actual airtime of the commercial is just one piece of a much larger, integrated marketing campaign that encompasses everything from websites to social media to paid search marketing to, yes, public relations. When 84 Lumber decided to create their Super Bowl commercial in 2017, it was one of the biggest moments in the brand’s 60-year history. It represented a culmination of the past and a symbol for the future. But if you weren’t an 84 Lumber customer or employee, why would you care? Why would you even know who they are? Especially when there were 52 other brands and 65 other commercials, each with equally compelling stories. In this session, learn how Brunner made the entire world care about 84 Lumber and what they stood for. We’ll discuss how we overcame the network banning our first ad, how we pivoted our efforts from creating a commercial to creating a short film and how we made a lumber company from southwestern Pennsylvania a global topic of conversation for an entire month.

By the end of this session, participants will be able to:

  • Discuss the role that PR plays as part of a $15M+ commercial.
  • Learn how to make 90 seconds last an entire month by using a combination of PR and social media to build your story and keep the media interested.
  • Learn how to build an agile PR infrastructure that allows you to pivot and respond quickly to breaking news.
  • Discuss how PR pros are needed both behind the scenes and in front of the camera, and how to assess the talent you have to determine who can do what.

Michelle Rupp – Director of PR and Communications and Spokesperson for Arkansas Heart Hospital

Keys to High Concern Communication Success

Hear from a former television producer, reporter and anchor on tricks to getting the story in a crisis communication situation. Learn how you as a public relations professional can anticipate the tactics of journalists, provide media with what they need and be successful when handling high concern communication.

Kelly Barnes – Associate Speaker, YourNextSpeaker, LLC


Ignite your team's enthusiasm and commitment to your organization by hearing from a professional motivator! Of course, external motivation only lasts about two days. That is why the Torchbearer program is filled with information on how to sustain enthusiasm and commitment over the long haul.

  • Learn language to describe the true value of your organization.
  • Inspire, train and influence others to love their work.
  • Gain clarity on your role at work and with your team.
  • Create alignment between your core values and your organization’s core values and mission statement.


Thank you to our sponsors!





prsa-okc-oge       prsa-okc-gearworks


Happy Hour: 




Speaker information

Steve Radick


Steve Radick joined Brunner, Pittsburgh’s largest independent ad agency, in 2014. As VP, Director of Public Relations, he is responsible for managing external communications and reputations of brands across the home improvement, retail, consumer-packaged goods, non-profit, manufacturing, and restaurant industries. Most recently, he led the public relations efforts for AdWeek’s #1 Super Bowl commercial – 84 Lumber’s Super Bowl commercial, “The Journey Begins.” His team was also named 2017 “PR Team of the Year” by the Pittsburgh chapter of the Public Relations Society of America.

Steve is an industry-recognized consultant, blogger, speaker, and strategist. He has authored his own blog ( for the last eight years and his writing has appeared in publications like The Drum, PRWeek, MediaPost, PRDaily, and Entrepreneur Magazine as well as books like Cases in Public Relations Strategy, THINK Public Relations and Global Content Marketing. A sought-after keynote speaker, Steve has given presentations on a variety of marketing, branding and leadership topics at events sponsored by the U.S. European Command, PRSA, the International Association of Business Communicators (IABC), WVU, Penn State, Carnegie Mellon, the University of Southern Indiana, the University of Denver, the COMMIT!Forum, CMO Leadership Summit, UBM TechWeb and many others.

Over the last few years, Steve’s insight into branding, marketing, and public relations have also appeared on KDKA Radio, WTAE, KDKA-TV, Telemundo, CBSNews, AdWeek, AdAge, Federal News Radio, The Washington Post, and Mashable.

Steve has been an active member of the Public Relations Society of America for the last 15 years and is the immediate Past President of the Pittsburgh chapter. He was named one of PRNews’ 15 to Watch in 2009.

Prior to joining Brunner, Steve was VP, Associate Director of PR Cramer-Krasselt, the second largest independent ad agency in the country. Before that, he spent nine years at management consulting firm Booz Allen Hamilton, where he possessed a Top Secret security clearance, consulting with clients from across the federal government.


Michelle Rupp

Michelle Rupp is the Director of PR and Communications and Spokesperson for Arkansas Heart Hospital. Previously Michelle created the Corporate Health Department at Arkansas Heart. This department offers education for employees and workplace, onsite screenings to business and schools across the state. 

Before coming to Arkansas Heart Hospital, Michelle was the External Communications Manager for the American Red Cross Greater-Ozarks Arkansas Blood Region. Michelle began her career in broadcast television. Michelle served as a producer and reporter at KATV in Little Rock, Arkansas, and an evening news anchor for WCAV, CBS 19 in Charlottesville, Virginia.

Michelle holds a Bachelor of Science in Meteorology from Mississippi State University and a Bachelors of Arts in Communication from the University of Central Arkansas. She is a member of PRSA's Little Rock chapter. 


Kelly Barnes

Kelly Barnes is an accomplished leader and inspirational storyteller who is equipped with life experiences and lessons that can truly develop the leader within those around him. As a professional speaker, leadership coach, and associate speaker for YourNextSpeaker, LLC, Kelly's material draws from his numerous leadership roles and life experiences that have helped him turn his life into a true testimonial of leadership and life lessons. He has a unique ability to draw any audience in with his hilarious and sincere stories and lessons. 

Updated: Parking information

You will not be required to pay for parking if you use 21c Museum Hotel's valet services. Please pull up to the main entrance (900 West Main Street) and let the parking attendant know you're there for PRSA-OKC's Professional Development Day and you will not be charged. PRSA-OKC will not reimburse attendees for parking in other areas. 




$27.00 PRSA Members – Lunch and Keynote Only

$75.00 PRSA Members - All Sessions

$22.00 Students – Lunch and Keynote Only

$65.00 Students - All Sessions

$37.00 Non-PRSA Members – Lunch and Keynote Only

$90.00 Non-PRSA Members - All Sessions